The North Face New York City flagship on Fifth Avenue in midtown Manhattan,a two-level, 20,000-sq.-ft. flagship in the old Manufacturers Trust Company building, a New York City landmark of modernist architecture. Featuring an in-store climbing wall, community seating and on-site product customization.
The retailer was not allowed to make any changes to walls or floors in the building because of its landmark status. But it is capitalizing on the situation by treating the space like a natural outdoor setting and using it to display its gear as it would in the wild. To that end, the second floor will feature a “base camp” patterned after the kind set up by top climbers and a “campsite” where visitors can relax with a cup of coffee and access Wi-Fi. Fitting rooms sit mid-floor and are constructed of pipe and the same fabric used in North Face tents.
To ensure the brand-authentic experience, most of the items in the store were created using the same high-quality materials that North Face products are designed with. The fitting rooms, for example, are constructed of the same fabric and nylon and aluminum poles used to make North Face tents.
Work initiated while at SET Creative then completed as a Freelancer with SET.